Development of internal communication management in a digital environment
Paredes Kajan, Dana (2015)
Paredes Kajan, Dana
Haaga-Helia ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052610266
https://urn.fi/URN:NBN:fi:amk-2015052610266
Tiivistelmä
This Master’s thesis examines the development possibilities and opportunities in the field of internal communication management in Nordea Bank, a global financial institution, from the perspective of intranet mediated digital communication. Internal communication management in this thesis refers to the strategic framework and practices of governing internal organiza-tional communication. The study has taken a holistic view on the interaction of the digital working environment, internal communication management and the combination of group level strategic and employee needs.
The data collected for this study included views from the user perspective and from the employees responsible for communication activities. Corporate strategic communication goals, the mind-set and communication culture, the user perspective and communication governance are the basis throughout the study. The aim was also to find new ways of enhancing collaboration in the internal digital communication environment in Nordea. Internal communication in a digital environment was chosen as a topic because of its strategic importance in Nordea.
The study was conducted as action research. The approach taken is descriptive, with an attempt to document the current state and development needs on the point of view of different stakeholders. The thesis is mostly qualitative, but a fair amount of quantitative data was collected to gain a understanding of the scope of different needs surfacing through the qualitative data. The research was conducted through surveys, interviews and a focus group workshop between autumn 2013 and autumn 2014. The analysis was finalised in spring 2015.
The recommendations include the perspectives of the main internal stakeholders with digital communication industry trends used as inspiration for future development opportunities.
The study shows Nordea internal communication management model takes into account all elements required for a working communication environment. Improvement areas have been found and recommendations were formulated in connection to technical & usabiity activities and monitoring possibilities. On a positive note it can be said, that the development has been already on the right track, and improvements have been done in an agile and flexible way, reacting to internal stakeholder feedback on a continuous basis. The recommendations made by the author relate to elements that already exist in Nordea, and the focus on suggested activities is on polishing up the procedures. The field of digital communication is challenging and ever-changing, but with the current mentality for agile practices it could be assumed that Nordea can easily reach a mature digital communicating environment.
The data collected for this study included views from the user perspective and from the employees responsible for communication activities. Corporate strategic communication goals, the mind-set and communication culture, the user perspective and communication governance are the basis throughout the study. The aim was also to find new ways of enhancing collaboration in the internal digital communication environment in Nordea. Internal communication in a digital environment was chosen as a topic because of its strategic importance in Nordea.
The study was conducted as action research. The approach taken is descriptive, with an attempt to document the current state and development needs on the point of view of different stakeholders. The thesis is mostly qualitative, but a fair amount of quantitative data was collected to gain a understanding of the scope of different needs surfacing through the qualitative data. The research was conducted through surveys, interviews and a focus group workshop between autumn 2013 and autumn 2014. The analysis was finalised in spring 2015.
The recommendations include the perspectives of the main internal stakeholders with digital communication industry trends used as inspiration for future development opportunities.
The study shows Nordea internal communication management model takes into account all elements required for a working communication environment. Improvement areas have been found and recommendations were formulated in connection to technical & usabiity activities and monitoring possibilities. On a positive note it can be said, that the development has been already on the right track, and improvements have been done in an agile and flexible way, reacting to internal stakeholder feedback on a continuous basis. The recommendations made by the author relate to elements that already exist in Nordea, and the focus on suggested activities is on polishing up the procedures. The field of digital communication is challenging and ever-changing, but with the current mentality for agile practices it could be assumed that Nordea can easily reach a mature digital communicating environment.